Advertising

dvertising is a form of communication used to promote products and services of a
company primarily to generate sales and secondary to create a brand identity, introduce
new products and services, communicating a change in the existing product line. It also
helps in communicating social messages to the masses.
Types of Advertising
There are various types of advertising which are mentioned below:
• Print Advertising: Newspapers, Magazines, Brochures, Fliers
• Broadcast advertising: Television, Radio and the Internet
• Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events
• Covert Advertising: Advertising in Movies
• Public Service Advertising: Advertising for Social Cause
• Celebrity Advertising
Outdoor advertising
As the name sounds, it is the advertising in open-air. In the past, much of the outdoor
advertising consisted of hoardings, posters, billboards and signboards. Now there are
innovations taking place every month. Today we have a range of media available e.g. transit
advertising, mobile bill boards, traffic signals, bus stops, railway stations, airport, subways,

phone boxes, coffee tables, traffic
barriers, blimp and inflatable,
packaging materials, cups,
corporate stationary, etc.
There are a number of outdoor
advertising choices available.
Eateries and hotels commonly make
use of highway billboards to steer customers in for a rest or a bite. The automobile and tourism
industries account for a very large percentage of billboard revenue. Bus benches often feature
outdoor advertising for local businesses, while bus shelters might display a major movie
promotion. Beverage companies commonly make use of sporting events and arenas, among
other venues, while taxicabs, buses, railways, subways and wall murals offer other forms of
outdoor advertising.
The outdoor advertising industry has evolved
immensely. During the past decade outdoor advertising
has been transformed to a great extent. For instance
earlier the hoardings were hand painted and banners
hand written but now these are printed on a synthetic
material which is a buzz word in the advertising
industry. This superior quality, cost-effective material
which the outdoor advertising now is not supposed to
do without is popularly known as FLEX.
What is Flex?
Flex is a sheet of polythene widely used to deliver high quality digital print for outdoor hoardings
and banner, mainly printed by large color plotters in CMYK
1
mode. These prints are efficient,
Low-cost and durable substitutes of hand painted hoarding and hand written banner.

1
CMYK refers to the four inks used in most color printing: cyan, magenta, yellow, and key (black). Though it varies
by print house, press operator, press manufacturer and press run, ink is typically applied in the order of the
abbreviation.

Advantages of Flex Printing
Flex printing has a number of benefits:
• The colour of designs prepared out on them remains luminous in nature.
• Flex gives a shiny, smooth and glossy finish to the designs.
• It lasts longer as compared to other materials.
• Flex printing is economical.
• It offers a new dimension to creativity in interior
designing
• It provides an excellent eye-catching to
hoardings, banners etc.
• It provides a beautiful look to glass ceilings and
windows.
• It serves as an excellent material for one way
vision in offices.
Flex Printing
Flex printing is a way of outdoor advertisement of products and services. The printing is done in
a media known as flex that undergoes a series of steps and procedures like designing, selection
of media, quality standard, spooling to printing, laminating, proper packing and then finally
delivering.
Flex printing comes under the category of large format digital printing wherein there is no need
of any kind of pre press operation. The machine performs automatically with the command of
the computer system attached to it. It is most suitable promotional display, outdoor advertising,
showcases, presentations etc. It is popular for indoor and outdoor printing used in hoarding,
billboard, display, glow signs, shop boards, window graphics, vinyl prints, car graphics,
translites, exhibition booth decoration, glass lamination, banner, building wraps and backdrop. It
is also carving its niche in interior designing industry.
For digital flex printing three types of media are used:
• Front Lit: as in hoardings, banners.
• Back Lit: as in glow sign boards.
• Vinyl: It is a self adhesive material used indoor prints which can be easily pasted on
glass. It is also used in glow signs. Here, the panels are digitally printed on high quality
vinyl material with accurate finishing, g
printing. When Back lights are lit on them at nights they give an eye catching effect
Raw Materials
• Flex sheet
• Ink
• Bond (liquid material)
• Solvent
FLEX
Flex used for various types of flex printings has
Print media Flex Banner
Features:
1 Good effect Light resistance,
2 Top processing, UV resistance
3 The surface is mouldproof
4 Can be directly sprayed
5 Strong structure, can resist typhoon
6 Prevent burning flame retardant, safety materials
7 Resistance to various chemical solvent

Advantages: Good flatness, high strength adhesion, strong ink
absorbency and performance, consecrated themselves, surface
can UV, ACRYLIC special treatment. Applied to sticker, screen printing and digital printing
indoor.

Use: Suitable for various indoor and
outdoor posters, etc
Print media Perforated/One Way Vision
Surface material: Smooth PVC composite black
Completely: 55 percent
Can remove acrylic adhesive glue:
Rubber thickness: 0.0.17 mm
Paper: 180G white silicon sheet
Back Lit: as in glow sign boards.
Vinyl: It is a self adhesive material used indoor prints which can be easily pasted on
glass. It is also used in glow signs. Here, the panels are digitally printed on high quality
vinyl material with accurate finishing, giving the digital printed panels long life to f
. When Back lights are lit on them at nights they give an eye catching effect
Flex used for various types of flex printings has certain technical specifications and dimensions.
ood effect Light resistance, completely not pervious
2 Top processing, UV resistance
he surface is mouldproof, anti-fouling processing
ed or joined
5 Strong structure, can resist typhoons
6 Prevent burning flame retardant, safety materials
arious chemical solvent
Good flatness, high strength adhesion, strong ink
absorbency and performance, consecrated themselves, surface
can UV, ACRYLIC special treatment. Applied to sticker, screen printing and digital printing
Suitable for various indoor and outdoor signs advertisment, light-box adverstiment,
Print media Perforated/One Way Vision
Surface material: Smooth PVC composite black-white film
Can remove acrylic adhesive glue:
Paper: 180G white silicon sheet
Vinyl: It is a self adhesive material used indoor prints which can be easily pasted on
glass. It is also used in glow signs. Here, the panels are digitally printed on high quality
iving the digital printed panels long life to flex
. When Back lights are lit on them at nights they give an eye catching effect.
certain technical specifications and dimensions.
can UV, ACRYLIC special treatment. Applied to sticker, screen printing and digital printing, etc,
box adverstiment,
Usage: Screen printing and wide
body advertisement, Store window glass advertising, subway advertisement
Width: 0.98/1.27 /1.37 / 1.52 /M
Length: 30/ 50M /







Eco Solvent Ink
Machines used in Flex Printing
Specification:
Printing Method: Piezo Ink-jet Method
Printing Width: 210 to 1615mm (8
Acceptable Media Width: 210 to 1625mm (8
Ink: Eco-Sol Ink
Printing resolution: 1440 dpi*1440 dpi/720 dpi*1440 dpi /540 dpi *1080 dpi /1080 dpi *
/720 dpi *720 dpi /540 dpi*360 dpi

Features:
Solvent Piezo ink-jet technology, true 1440dpi resolution
.Double 4 colors, fast printing speed
.Advanced RIP Software assures perfect color presentation
Environmental protecting ECO ink, waterpro
Advanced heat control system
Automatic paper collecting system (optional part)
High speed Ethernet output
Printing width up to 1625mm
Screen printing and wide-width digital printing make glass window advertisement, make
body advertisement, Store window glass advertising, subway advertisement


Eco Solvent Ink Cartridge
rinting
jet Method
(8-5/16 to 63-9/16 in.)
Acceptable Media Width: 210 to 1625mm (8-5/16 to 64 in.)
Printing resolution: 1440 dpi*1440 dpi/720 dpi*1440 dpi /540 dpi *1080 dpi /1080 dpi *
/720 dpi *720 dpi /540 dpi*360 dpi
jet technology, true 1440dpi resolution
.Double 4 colors, fast printing speed
.Advanced RIP Software assures perfect color presentation
Environmental protecting ECO ink, waterproofing, long outdoor duration

Automatic paper collecting system (optional part)
width digital printing make glass window advertisement, make
Eco Solvent Ink Cartridge
Printing resolution: 1440 dpi*1440 dpi/720 dpi*1440 dpi /540 dpi *1080 dpi /1080 dpi *1080 dpi






Figure: Eco-Solvent Inkjet Printer
Technology and Software used in Flex Printing
Piezo Technology
Piezo printing technology was developed in the 1960s and is widely used in small format
applications such as desktop printers and bar-code printing. It has gained wide acceptance in
the large format arena as printer manufacturers and supplies vendors work together to develop
and market this technology and its supporting components.
Piezo technology can be compared to an old-fashioned oil can. The piezoelectric crystal, when
stimulated by electrical current, changes shape and creates a bulge (like pressing on the bottom
of an old-fashioned oil can), forcing the ink out the nozzle and onto the paper to form a dot.
There are several advantages of piezo technology over thermal. PiezoPrint heads can use a
wider range of inks, either pigmented or dyes (some manufacturers use waxy crayon-like ink
"pucks" which are melted prior to printing; this is called "phase change" technology. Ink
suppliers can formulate higher concentrations of inks in non-aqueous suspensions, which dye
more quickly. This gives printer manufacturers the ability to increase print speed. Anecdotal
data and Raster Graphics' testing puts technology from 8 to 10 times the speed of thermal inkjet
technology.
As the ink is not heated with piezo technology, there is much less residue buildup. Besides,
piezo technology requires lesser energy because there is no heating element, which, according
to Mark Hanley of IT Strategies (a Massachusetts-based consulting firm which follows the large-
format digital printing market), is a long-term consideration as energy consumption relates to
head life and the size of head a manufacturer can produce.
RIP Software
A single ColorRay can drive multiple wide-format printers simultaneously, eliminating the need
to maintain a separate RIP for each device. Now, one can simplify colour management and
systems administration requirements while significantly improving productivity and quality.
Printing Process
• Creative artwork designing with the use of softwares like coral, photoshop etc. (For
those flex printing unit which are not having a separate designing unit, artwork is made
available by the client in CD for printing).
• The design is loaded in the computer system.
• The artwork files are then converted
into print-ready files.
• The machine starts performing with
the Print Command from computer.
• Once the printing machine starts
performing, it needs to be supervised
by the supervisor to check the
outputs for promised quality.
• The print supervisors measure each
graphic output to ensure that it
matches the standards of the
measurement required.
• The printed flex sheets are then put
to lamination and packed properly before being delivered to the site.
Cost of the Project
The cost of a mid-sized project is close to Rs. 1 Crore (approx).

1. Machines and Equipments

Printing Machine :

AC
Computers (2 nos)

2. Raw Materials
3. Labour
Skilled Labour (machine operator 1 nos)
Helpers (3 nos)

4. Infrastructure



Customers

Flex printing has a huge customer base
event management cells, shops
interior designing etc.
Future and Scope
The print industry has revolutionized a lot in
past. With the increase in the quality and quantity of
large format digital printers, there are multiple choices
available now. Earlier the outdoor industry was
dependent of low-speed printing machines but now,
one can choose from an array of high
equipments offered.
1he Þrinting 0nit can also be trans1ormed into a iabrication 0nit that
serves as a one-stop-shop 1or all the services, right 1rom designing o1 the
artwork to printing, 1raming and installation services. 1he pro]ect cos
likely to exceed accordingly.
Machines and Equipments
Printing Machine :
Computers (2 nos)


Rs. 65 lacs. (approx)



As per requirement
Skilled Labour (machine operator 1 nos)

15, 000 per month (approx)
Rs. 10,000 per month (approx)
As per requirement
customer base that comprises of all conglomerates, corporate, banks,
event management cells, shops, showrooms, hotels, film industry and advertising industries,
e print industry has revolutionized a lot in the recent
With the increase in the quality and quantity of
large format digital printers, there are multiple choices
available now. Earlier the outdoor industry was
speed printing machines but now,
one can choose from an array of high-speed
iabrication 0nit
1he Þrinting 0nit can also be trans1ormed into a iabrication 0nit that
shop 1or all the services, right 1rom designing o1 the
artwork to printing, 1raming and installation services. 1he pro]ect cos
likely to exceed accordingly.

per month (approx)
Rs. 10,000 per month (approx)
comprises of all conglomerates, corporate, banks,
showrooms, hotels, film industry and advertising industries,
1he Þrinting 0nit can also be trans1ormed into a iabrication 0nit that
shop 1or all the services, right 1rom designing o1 the
artwork to printing, 1raming and installation services. 1he pro]ect cost is
Promotions: Be it promotional display, trade
shows/conferences/exhibitions, vehicle graphics, Flex
printing has now became the first choice of
customers.
Interior Designing: Apart from being used for
commercial purposes it has also touched the life of a
common man. Flex printing is carving its place in
interior designing market. It gives a magical touch to
the walls of living rooms with its smooth feel, catchy
images and vibrant colours, especially designed to match with the themes of home.
Hotel Industry: Hotel Industry is not untouched with it as it is also making proper use of flex
printing posters and promotional displays to grab the attention of its targeted customers.
Displays are beautifully designed to suit to the theme of the special events, like New Year Eve,
Christmas Party, etc, that are being organized in the hotels.
Event Management: For creativity, Sky is the limit! The more creative you are, the better
difference you can make to the theme of your event. Flex printing is also in demand in the event
management industry wherein the events are being organised based on special themes. For
instance, during the monsoon season the clients usually demand a party that has a look and
feel of an aqueous theme; here the displays play an important role
to match the criteria.
Wedding Party: People are becoming more creative these days
and they want their wedding decorations and giveaways to be
unique, exclusive and special as it is the time that captures very
special and precious moments of the wedding couple. As with the
creative giveaways the wedding can be made cherished and
memorable in the hearts of many dear and near ones. Some
couples want their photographs together to be taken and enlarged
and printed on flex sheets on a poster size for giving to their
visitors. Others prefer it to be displayed on their home's living
rooms or bedrooms, while some print such wedding banners to be
displayed outside the reception area.
Barkha Nair
E mail: barkhanair@gmail.com

Note: The author may have used various references in the preparation of this article. For further details please contact him/her.
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